Scent, beauty unite at West Bund: Expos show rising sensory culture

The 4th Notes Shanghai and the inaugural Beauty Shanghai recently took place at the West Bund International Convention and Exhibition Center, gathering global leaders in fragrance and beauty under one roof.

As a benchmark event in olfactory culture, this year's Notes Shanghai centered on the theme Past and Future, connecting the history and innovation of the perfume industry. Nearly 300 niche fragrance brands from 30 countries and regions participated, with overseas exhibitors accounting for more than 60 percent, and one in four of them debuting in the Chinese market.

A highlight of the show was a special exhibition curated by the world's first perfume archive, Osmotheque, showcasing a century of fragrance evolution through archival materials and recreated formulas, inviting visitors to experience time through scent.

In addition, nine themed exhibitions explored topics ranging from ingredient sourcing to olfactory art, while more than 50 industry forums gathered perfumers, brand founders, and experts to discuss trends such as the global expansion of Chinese perfumes and raw material innovation, injecting fresh vitality into the country's fragrance scene.

Running concurrently at the same venue, the inaugural Beauty Shanghai featured nearly 200 domestic and international brands, including Herbeast, eios, and EviDenS de Beaute. The event hosted over 30 high-level forums in partnership with leading industry media such as BeautyMatter and Beauty Insiders, generating in-depth discussions on brand identity, retail innovation, and sustainable development.

Local Xuhui-based companies also left a strong impression. High-tech enterprise Shin Group presented its two major brands: emerging skincare label PMPM, which unveiled upgraded versions of its Rose Essence Oil and Truffle Black Gold Oil, and lifestyle fragrance brand NodOff, which launched the Synthesize series co-created with global fragrance giant Firmenich.

Another standout exhibitor from Xuhui, Sober Beauty, known as China's first makeup brand certified by the International Vegetarian Union, impressed visitors with its "clean, sustainable, and minimalist" philosophy. The brand offers cruelty-free, eco-friendly products, selling 20,000 to 30,000 lipsticks annually to customers aged 25 to 60.

Attracting tens of thousands of professionals and consumers, the twin expos strengthened connections among brands, buyers, and creators, showcased the cultural confidence of Chinese original brands, and created opportunities for international brands to better understand the Chinese market.